If you have a business that you’re advertising on the web, hopefully you have Google Analytics setup for your website. If you do, you’ve probably looked at your sessions and goal conversions; but have you looked at your Bounce Rate?

What is Bounce Rate?

Google defines Bounce Rate as the percentage of sessions that end as a single-page session. That’s it – pretty simple right? But, do you know anything about how it’s calculated, what your industry’s average bounce rate is or even what factors affect your bounce rate?

What causes a high Bounce Rate?

There are any number of factors that can cause a high bounce rate. The simplest is if you only have one page. Analytics’ doesn’t register multiple page views unless the user reloads the page. That’s generally unlikely to happen. As a result, a single page website will have a high bounce rate.

There are other factors as well. A bounce can be recorded if the user clicks a link that goes to another page on a different website, or they hit the back button. If they closed an open window or tab, if they typed in a new URL or if the session timed out.  So bounce rate can be taken with a grain of salt and not always equated to people not liking what they see when they get to your website.

Where can I see my bounce rate?

Here in Analytics you can see the basic important information regarding sessions, bounce rate and goal completions.

 

How is Bounce Rate calculated?

There’s a pretty simple equation to help you understand how it’s all determined:

You should also have a benchmark for your industry that you can use to gain some insight into your competition’s bounce rates. This will give you a good starting point in what to look for. From here, you can glimpse where you should be falling and pat yourself on the back when you show improvement.

Keeping people from bouncing

  • Here are some important tips to keep people engaged on your site:
  • Maintain top rankings for your Brand Name
  • Make sure your content is relevant
  • Make sure your navigation menu is easy to follow
  • Speed up page loading times
  • Reduce external links (or have them open in a new window)

Two more things to consider

Does your website have a blog page? Did you know that consistent and up to date content will really help to keep bounce rates down? Updated blogs are likely to generate 126% more leads than those that don’t. This tells you that posting content frequently is crucial to score leads and reduce bounces in the long run. It also ensures that your existing clients continue to visit your site because you are continually adding fresh content.

Make sure your landing pages are relevant to the keywords and ads that you run. Nothing will make people bounce faster than landing on a page that has nothing to do with what they were looking for; that your ad was promoting.

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